What Diet Resolution? Fast-Food Chains Surge in Buzz

Consumers Crave McRib, Cool Ranch Doritos Taco

McDonald's won the biggest lift in Twitter buzz partly thanks to an ad starring what one Twitter user called 'skinny white hipsters.'

The new year has arrived but the usual resolutions to eat healthier may not have come with it: Fast-food restaurants opened 2013 with a surge of chatter on Twitter.

Chik-fil-A won its gain in buzz by sponsoring the, well, Chick-fil-A Bowl game between LSU and Clemson University on Dec. 31, according to data from Bluefin Labs.

Chipotle did even better -- in consumer chatter, at least -- without a national TV ad after closing on New Year's Day sparked affectionate complaints.

But Taco Bell and McDonald's earned even more talk on a combination of TV advertising and menu items that people wanted to talk about -- a rumored Cool Ranch Doritos taco at Taco Bell and the McRib at McDonald's.